Don’t Let Agencies Hold Your Data Hostage

This topic fires me up.

As someone who has spent years in the marketing world, I’ve seen the good, the bad, and the downright unethical. And one of the worst offenses? Agencies holding your data hostage.

Right now, there’s a chance your marketing agency controls your Google Ads, Analytics, or Tag Manager accounts. If you tried to leave, they might block access, withhold your data, or make the process so painful you think twice about moving on.

This type of practice is scummy, and it’s a direct threat to your business. Your campaigns, your insights, and your ability to move forward are all on the line.

Here’s the truth: Your data is your property. It doesn’t belong to your agency, and no one should be using account access as leverage. If they are, that’s a red flag you can’t afford to ignore. Let’s talk about why this happens, what’s at risk when it happens, and how to protect yourself from it.

Why Agencies Do This

Some agencies will tell you that controlling account access is about “security” or “protecting proprietary strategies.” Let me translate: It’s about keeping you dependent.

When an agency owns your accounts or restricts your access, they’re not looking out for you—they’re protecting themselves. They’re making it as difficult as possible for you to leave, and as a result, they’re creating roadblocks to your success.

Here’s my take: If your agency’s business model relies on locking you into their systems or withholding access to your data, they’re doing it wrong. Great agencies don’t fear transparency. They build trust by delivering you real value, empowering you, and making themselves indispensable.

What’s at Stake 

Marketing leaders, here’s what’s on the line when you don’t control your own accounts.

1. Loss of Historical Data Your campaign performance, customer insights, and analytics trends are essential to your future strategy. If your agency locks you out, you lose this data and, along with it, your foundation for making informed decisions.

2. Costly Rebuilding Recreating accounts, dashboards, and tagging setups from scratch isn’t just time-consuming, it’s expensive. You’ll be paying to redo work you’ve already invested in.

3. Disruption to Campaigns Switching agencies or bringing marketing in-house becomes a nightmare when you don’t have access to your own platforms. Campaigns can stall for weeks while you untangle account ownership.

4. Weakened Leadership As a marketing leader, you’re expected to own your data and deliver insights. If you can’t access the tools or reports you need because your agency is playing gatekeeper, it reflects poorly on you and your team—even when it’s not your fault.
   

How to Protect Yourself

1. Own Your Accounts from Day One

Ownership is non-negotiable. Any marketing platform needs to be set up under your company’s credentials, not your agency’s. That includes Google Analytics, Tag Manager, and Ads.

• Use a business-managed email to create these accounts (e.g., marketing@yourcompany.com) 

• Make sure at least 2–3 people on your team have full admin access

Agencies can and should have access, but the ownership stays with you.

One possible exception? Google Ads Manager Accounts (MCC). This is a standard tool agencies use to manage multiple client accounts. This setup is fine for them to own—when done properly. Specifically:

• Your Google Ads account should be linked to the agency’s MCC for campaign management

• You retain admin rights, meaning you can unlink the account at any time without losing data

If your agency insists on creating your account under their MCC ownership, that’s a red flag.

2. Define Ownership in Your Contracts

Contracts are often where account control gets muddled. Before signing anything, make sure your agency agreement includes the following protections.

• Account Ownership Your contract must clearly state that all accounts, platforms, and data belong to your business. If this isn’t explicit, ask for clarification in writing.

• Offboarding Procedures Include a clear plan for what happens if you part ways with the agency. This should cover:

  • A timeline for transferring admin rights (e.g., within 7 days of termination)

  • Delivery of campaign data, tagging setups, performance reports, and any other documentation

  • Steps for unlinking accounts from tools the agency uses, like their MCC

• Data Rights Your data is your property. If the contract suggests the agency owns the data generated by your campaigns, consider it a deal breaker.
  

Pro tip: Have legal counsel review the contract to ensure your rights are protected. It’s worth the extra effort to avoid costly mistakes later.

3. Prepare for the End from the Start

Even the best partnerships don’t last forever. As a marketing leader, it’s your responsibility to plan ahead and protect your team during transitions.

• Audit Access Regularly Make sure your team has full admin rights to all platforms, not just view or user access. Audit accounts like Google Analytics, Google Tag Manager, Google Ads, and Facebook Business Manager to confirm control.

• Back Up Key Data Download performance reports, campaign results, audience lists, and tagging documentation regularly. This ensures you always have a backup, even if something unexpected happens.

• Keep Documentation Updated Maintain a record of account credentials, campaign strategies, and tagging setups. If you ever need to switch agencies or bring marketing in-house, this will make the transition far smoother.
  

At Wheels Up Collective, we make offboarding seamless. We hate when a client moves on, obviously. But when they do, we:

• Transfer full admin access to their accounts

• Provide all historical data, tagging documentation, and campaign files

• Archive everything for six months, just in case

Empowering our clients isn’t just the ethical thing to do. It’s the right way to build trust and long-term relationships.

Choose a Partner, Not a Gatekeeper

As a marketing leader, you’re the one responsible for protecting your data and your team’s ability to operate. You need partners, not gatekeepers. If your agency controls your accounts and makes leaving difficult, they’re holding your business back. You deserve better.

Here’s what you should expect from your agency:

• Full transparency about account ownership and access

• A professional, seamless offboarding process when the relationship ends

• A focus on delivering value, not creating barriers

If you’re not getting that? It’s time to reevaluate your partnership.

Your data is your business’s lifeblood. No agency should ever have the power to withhold it, control it, or use it against you. Own your accounts. Set clear contract terms. And work with agencies that treat you like a partner, not a hostage. The best agencies empower their clients to succeed, whether they’re managing your campaigns or cheering you on from the sidelines.

So let me ask you: Do you know who owns your marketing accounts? And if it’s not you, what are you doing to fix it? Let us know if you want to talk.